Jan is a director of ACOMWARE and is in charge of an intelligent e-mailing service. In recent years, he has worked for major Czech retailers and e-shops such as Expert ČR, Astratex.cz, Thomas Cook, Tescoma, Kytary.cz, Vašečočky.cz, Conrad Electronic, and many others. He focuses on determining strategies for e-shops and retailers in terms of e-commerce, i.e. creation of marketing strategies, business consulting, analytics, and communication with customers.
You’ll be instructed how to generally implement an automated campaign (in both B2B and B2C) and incorporate it into e-mail marketing (20 minutes). We’ll take a look at specific numbers and the results of various automated campaigns, including examples (10 minutes). We’ll create our own process and wireframe for our campaigns (own work, 30 minutes). You’ll witness the live creation of campaigns in Silverpop Engage; if you have any other freely available e-mail tool, we can demonstrate the same process there or help you set it up, or perhaps recommend some other tool which can be used by the attendees and which can handle automation (30+30 minutes). Advanced optimization and tuning campaign performance (40 minutes).
Basic terminology of e-mail marketing (OR, CTR, deliverability). You need to have your own (not purchased) database of 10,000+ customers or 50,000+ in monthly web traffic; in the case of B2B, half of these values are sufficient. You should be able to manage basic sending of e-mails, creation of segments in a database, and the creation of an e-mail or wireframe template. Also, you should be able to use an e-mail tool which supports trigger/non-automated campaigns.